“When trying to use data in a real-time , bidding ecosystem, things can become very complex very fast,” he told attendees. “But I like to simplify things. So at Expedia, we use creativity as a base and then usedour tech stack to really make the creativity work for us.” Walia said the travel category is a competitive space full of great brands with highly functional sites, built for a very rational decision-making process of deciding where do you want to go, when and how much do you want to pay. “These sites are very good at making you go through that binary process,” he explained. “But the problem is that travel is not rational at all, it is very emotional and there is a lot at stake. So you want to make sure you get it right.” In order to differentiate, Walia said Expedia is trying to merge these two things by having a rational website built for a very functional process, along with a category truth that people are very emotionally-driven. “We call this intersection making travel personal – and that is our strategy, it’s about making travel personal,” he said. “After all, it is impossible for a brand to truly stand for something and not in due course, stand out.” Get the full story at CMO Read also "Expedia marketer: predicting the future and 'advertising as a service'" at AdNews